X Tests New Ad Display, Which Would Replace Promoted Tags

You will have observed a change in the ads displayed in the X app of late, with the common ‘Promoted’ signifier disappearing from the underside of the put up, and changed, as a substitute, by a small ‘Ad’ marker on the high proper.

This seems to be an up to date advert method for the newly rebranded app, which may make promoted posts look extra pure, and reduce their influence in-stream.

Which in all probability isn’t a big shift, although I might query whether or not this new advert show meets the FTC tips on disclosure, and certainly, if it will meet related specs in different areas, significantly EU areas.

At current, the present FTC requirements state that every one adverts have to be ‘clearly and conspicuously’ signaled in-app, although earlier terminology referred to ‘clearly and prominently’, and the FTC now equates the 2 definitions. You may argue that the ‘Ad’ tag is evident sufficient on this respect, and possibly it does meet FTC tips, however Google, for instance, has come under scrutiny in times past over its promoted hyperlinks in Search, which haven’t at all times been as outlined for customers because the FTC would really like.

X’s a lot smaller, and extra conspicuous, ‘Ad’ tag may see it get one other look from FTC analysts, particularly if you additionally think about the FTC’s ongoing push to get on-line influencers to extra clearly state their model affiliations on paid partnerships.

Specifically, the FTC has mentioned that hashtags that influencers use to indicate model partnerships are often not enough, and don’t clearly talk the character of the promotional relationship.

With this in thoughts, it does look like X’s shift away from the extra distinguished ‘Promoted’ tag, which has its personal line on the backside of the put up, may come below scrutiny, and it’ll be fascinating to see what the ruling is perhaps on this shift.

And as famous, that’s earlier than you think about potential challenges in different areas, and the way regulators in these areas would possibly view the change.

At this stage, it appears like X is merely experimenting with the brand new format, as a part of its broader reformation program. However it may result in an up to date advert show, which may enhance advert response. Or not.

We’ll hold you up to date on any progress.